Clesto Shampoo
Campaign · Madar Group · Syria · May – June 2026
A full campaign for Clesto Shampoo, timed to the 2026 FIFA World Cup and fronted by Amro Maskoun. Directed by Yazan Al Assadi for Taron Media, and released across Syria.
Football, not football footage
Shampoo brands have used athletes for decades, and the category convention is well established. The decision here was to put the campaign on an actual pitch and have Amro play — not to cut around stock football, and not to place him beside the sport as a spokesman.
A tournament campaign has a fixed window. It has to land while people are watching, which shapes the schedule as much as the idea: the shoot, the edit and the media all work backwards from a date nobody can move.
Casting
Amro Maskoun was the director’s proposal, agreed with the client after several rounds of discussion. Casting a campaign face is rarely a single decision — it is a negotiation between what a brand believes about its audience and what a director believes will hold a frame.
Delivered
- Hero commercial
- Social films, stories and posts
- Outdoor media and print
See the work: Instagram · Instagram reel
Credits
| Client | Madar Group |
| Brand | Clesto Shampoo |
| Featuring | Amro Maskoun |
| Director | Yazan Al Assadi |
| Production | Taron Media |
| Market | Syria |
| Dates | May – June 2026 |